Big Data: Big Opportunities to

Create Business Value

Report and recommendations based on discussions with the

Leadership Council for Information Advantage

Council Members
Rich Adduci, Vice President and Chief Information Officer,
Boston Scientific

Dave Blue, Senior Manager, Enterprise Data Services,

The Boeing Company

Guy Chiarello, CIO, JPMorgan Chase

John Chickering, Vice President, Fidelity Investments

Dimitris Mavroyiannis, Group Chief Information Officer,

Eurobank EFG Group

Sanjay Mirchandani, Senior Vice President and Chief

Information Officer, EMC Corporation

Joe Solimando, Senior Vice President, Global Operations

and Technology, CIO, Disney Consumer Products

Deirdre Woods, Associate Dean and CIO, The Wharton

School, University of Pennsylvania

Special Contributors
Johann Schleier-Smith, Co-Founder and Chief Technology
Officer, Tagged.com

Ian Willson, Boeing Technical Fellow and IT Enterprise

Architecture, The Boeing Company

An industry initiative sponsored by the Information Intelligence

Group of EMC
 About the Leadership Council for Information Advantage

The explosion of mobile networks, cloud computing and new technologies has
given rise to incomprehensibly large worlds of information. The rapidly shifting
dynamics of competition, coupled with a deluge of data, create new challenges
for leaders across all sectors who want to tap into the power of information to EMC invites you to download the
make better and more timely decisions about how their companies can best Leadership Councils reports and to
compete, grow and create new sources of value. engage in other CIO conversations on
our Leadership & Innovation website at
Information has become a potent source of competitive advantageon par http://www.emc.com/leadership.
perhaps with an organizations capital assets and human talent. This is why EMC
has convened the Leadership Council for Information Advantage, an advisory
group made up of global information leaders from information-advantaged
enterprises, organizations from a variety of industries that are successfully using Information advantage defined
information to revolutionize how they compete and do business. We conduct
periodic, in-depth interviews with Council members and publish their ideas in a Information advantage is about
series of reports that provide candid lessons learned, proven best practices, and cultivating the mindset, skills,
expert guidance on how to transform information into business value. processes and technologies to use
information to operate more efficiently,
This report, the third in a series from the Leadership Council for Information increase customer loyalty, grow market
Advantage, provides executive-level guidance on how organizations can begin share and create business opportunities
enacting the organizational changes required to derive value from big data that were not possible before.
techniques and technologies that make handling data at extreme scale efficient
and affordable. Future reports will explore other topics and strategies for
leveraging information to gain business advantage.

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Contents
Big Data: Big Opportunities to Create Business Value

Executive Summary................................................................................................................................................3
What is big data?............................................................................................................................................5
Our Digital World: New Data Sets, New Possibilities...............................................................................................5
Enhancing BI with big data: achieving high-def business visibility...............................................................6
Rethinking Data Wisdom: When More is More........................................................................................................7
For Tagged.com, big data is the heart of product innovation............................................................................7
Building Infrastructures for Big Data.......................................................................................................................8
Big data in the cloud....................................................................................................................................10
Big Data Road Map: Strategies for Success...........................................................................................................11
Mindshifts and Jobshifts: The Democratization of Information..............................................................................14
Conclusion..........................................................................................................................................................15
Leadership Council for Information Advantage Member Biographies....................................................................17

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 Executive Summary

The speed at which business moves today, combined with the aim of increasing public access to information not
the sheer volume of data created by the digitized world, deemed private or classified.
requires new approaches to deriving value from data. Professional social network LinkedIn uses data from its
Hidden inside streams of structured and unstructured more than 100 million users to build new social products
data are answers to questions that businesses havent based on users own definitions of their skill sets.
even thought to ask or havent been able to ask because Silver Spring Networks deploys smart, two-way
of technological limitations. Because of the speed of power grids for its utility customers that utilize
business today and the massive amounts of data being digital technology to deliver more reliable energy
generated, organizations must find new ways of getting to consumers from multiple sources and allow
to datafiguring out whats in it and what to do with homeowners to send information back to utilities to
it. Recent advances in storage, network and compute help manage energy use and maximize efficiency.
technologies enable organizations to economically and Jeffrey Brenner and the Camden Coalition mapped
efficiently harness big data and turn it into a potent source a citys crime trends to identify problems with its
of business advantage. healthcare system, revealing services that were both
medically ineffective and expensive.
Forrester Research estimates that organizations effectively
utilize less than 5 percent of their available data. This is While the usefulness of big data may be clear, the path
because the rest is simply too expensive to deal with. toward big data productivity is not. Successfully leveraging
Big data technologies and techniques represent an big data insight requires a real investment in proven
important advancement, because they make it efficient technologies, updated workforce skills and leadership
and affordable for organizations to tap into the 95 percent focus. Organizations must combine three facets of
of data currently passing them by. Imagine the upside: if strategytechnical, organizational, culturalin order to
two companies use data with the same effectiveness, but implement a big data platform that suits the business and
one handles 15 percent of available data while the other is its objectives.
stuck at 5 percent, which enterprise is more likely to win?
The Leadership Council on Information Advantage outlines
When used correctly, big data can yield insights to develop, a roadmap for companies to move up the big data learning
refine or redirect business initiatives; discover operational curve and better leverage their information:
roadblocks; streamline supply chains; better understand
customers; as well as develop new products, services and 1. Start with what you already have. By preparing existing
business models. data stores for analysis through integration, tagging,
and other methods, the overwhelming task of collecting
Some examples of big data in use: new data should take a back seat to working with
The U.S. federal government collects more than existing data sets initially. Organizations will need a
370,000 raw and geospatial datasets from 172 well-considered strategy for integrating big data into
agencies and subagencies. It leverages that data to their information architecture so that it becomes a core
provide a portal to 230 citizen-developed apps, with part of the platform and the way they do business.

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 Council members recommend organizations assemble a team of business
What is big data?
and technical leaders focused on big data to think through these issues and
plan for the opportunity.
Big data is not a precise term; rather
its a characterization of the never-
2. Line of business leaders and IT professionals should work together on
ending accumulation of all kinds
identifying which existing data pools have the greatest value. Pick and
of data, most of it unstructured. It
choose areas of business in which new insight would offer the most impact,
describes data sets that are growing
prioritize the related data for analysis and build test cases. Find people who
exponentially and that are too large,
are passionate about the business and get them invested early on.
too raw or too unstructured for
analysis using relational database
3. Once a few test cases have produced results, begin exploring different uses
techniques. Whether terabytes or
and combinations of data to create new insight. Spark the imagination of
petabytes, the precise amount is less
business leaders to ask previously unexplored questions and the creativity of
the issue than where the data ends
the IT department to overlay disparate data types in new ways.
up and how it is used.

4. To ensure the insight gained is actionable, address any potential security,

privacy, compliance or liability issues early on. Consider how big data
My belief is that data is a terrible
techniques differ from traditional ones, and review and update data policies
thing to waste. Information is
accordingly. Be sure that all concerns regarding the source, use and results
valuable. In running our business,
of data manipulation have been addressed. Also, organizations need to
we want to make sure that were not
think creatively about revamping business processes and work flows to take
leaving value on the tablevalue
advantage of whats learned from big data.
that can create better experiences for
customers or better financial results
5. Cultivating the human capital to take advantage of big data opportunities
for the company.
and insights can be more challenging than cultivating the right big data
Johann Schleier-Smith, Tagged.com
technologies and processes. Organizations will need to augment their talent
rosters with data scientistspeople who combine business acumen with
analytical creativity and technical expertise. Big data specialists will be
required to bridge business and IT, and their skill sets will have to extend
well beyond traditional DBMS and BI.

At the end of the day, its what organizations do with their big data insights that
make a difference. Capitalizing on big data will require profound changes in the
way organizations view the role of data within the enterprise. Directors should
reorganize departments to promote data-driven decision making, ensuring
the instruments for capturing data are in place and encouraging unrestricted
manipulation of data to unveil insight. IT organizations must accommodate
storing and working with big data, and make available analysis tools that are
approachable, easy to work with and integrated into business processes.

Big data will make a big difference in the coming years. Senior executives should
begin considering how their companies can benefit from new insight derived
from big data.

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 Our Digital World: New Data Sets, New Possibilities Data growth is a factor that
everybody is trying to deal with.
Theres no end in sight for the proliferation of data. With enterprise data volumes Were seeing tremendous growth in
moving past terabytes to tens of petabytes and more, business and IT leaders the size of data, year on year, as I
face unique opportunities to capitalize on this data for competitive advantage. think everyone is. Finding effective
Companies that align their processes, operations and corporate culture to approaches for containing cost
embrace and exploit big data will gain the benefit of timely, differentiated so that it doesnt run away with
insight; those that do not risk falling by the wayside. your budget is an issue. Another
major challenge is dealing with
According to IDCs 2011 Digital Universe Study commissioned by EMC, the unstructured data. How do you
amount of information created and replicated this year will surpass 1.8 manage that data effectively? How do
zettabytes (1.8 trillion gigabytes), growing by a factor of nine in just five years. you control its growth? And how do
Its interesting to note that the amount of information created by individuals you actually make that data part of
themselvesdocuments, photos, music files, blog posts, etc.is far less than the information fabric that people can
the amount of information being created about them in the digital universe, draw upon to make decisions or look
according to the study. Data about data, or metadata, is growing twice as fast as at information?
the digital universe as a whole. Rich Aducci, Boston Scientific

Web sites alone generate staggering amounts of data. Facebook has more than
800 million active users, and there are more than 900 million objects (pages,
groups, events and community pages) that people interact with. Facebook users
spend over 700 billion minutes per month on the site, creating on average
90 pieces of content and sharing 30 billion pieces of content each month.
Facebooks data infrastructure team is responsible for quickly analyzing all of
that data to present it to users in the most relevant way, and to understand
preferences, uses and sentiment as a basis for launching new products.

As Facebook demonstrates, big data enables innovative business models,

products and services. It gives companies a way to outperform the competition.
According to a May 2011 McKinsey Global Institute report, a retailer embracing
big data has the potential to increase its operating margin by more than 60
percent.

Companies are leveraging these and many other sources of data to achieve a
better understanding of their customers, employees, partners and operations,
with an eye towards improving every aspect of business. In fact, the Leadership
Council for Information Advantage anticipates that data will generate a similar
productivity boost to the enterprise that IT has over the past 20 years. Big data
has the potential to redefine business, and companies that understand this
stand to become leaders in the global marketplace.

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 Enhancing BI with big data: achieving high-def business visibility

The term big data encompasses more than structured and transaction-based
data. It also includes videos, RFID logs, social networking conversations, sensor
networks, search indexes, environmental conditions, medical scans, data
exhaustthe trail of clicks through the Internet produced by web surfersand
more. Anything that can be digitized can produce data about who is using it,
how they are using it and possibly even why they are using it. Big data isnt
always new data; sometimes its existing data looked at in different ways. Today
there is more data being produced than computer networks are capable of
transporting.

Big data techniques complement business intelligence (BI) tools to unlock

value from enterprise information. Whereas BI traditionally performs structured
analysis and provides a rear-view mirror into business performance, big data
analytics provides a forward-looking view, enabling organizations to anticipate
and execute on opportunities of the future.

Simple reporting, spreadsheets and even fairly sophisticated drill-down

analyses have become commonplace expectations of BI. However, there are
types of analyses that BI cant handle, particularly when data sets become
increasingly diverse, more granular, real-time and iterative, requiring
organizations to capture in-depth information from a specific moment in time
before conditions change rapidly. These types of unstructured, high volume,
fast-changing databig databreaks the relational database model. Such data
requires a new class of technologies and analytic methods to extract value. For
example, big data approaches are essential when organizations want to engage
in predictive analysis, natural language processing, image analysis or advanced
statistical techniques such as discrete choice modeling and mathematical
optimizationor even if they want to mash up unstructured content and analyze
it with their BI mix.

Companies that augment BI with big data stand to gain a more holistic view
of business. Its like going from analog television with only the basic network
channels to high-definition TV with premium cable. The result for organizations
is high definition visibility into business conditions that yields rich, wide-
ranging, more accurate and actionable insight that can help address customer
needs, operational risks and performance opportunities, both within the
enterprise and the extended supply chain. With big data analysis, companies
can gain understanding not just about whats happening with the business and
why, but to also comprehend what else is possible.

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 Rethinking Data Wisdom: When More is More

The old way of thinking says too much data is a bad thing, as accumulating data Being able to look at big data can
drives up infrastructure costs and becomes unruly to manage and mine. Today, shorten your time to information,
companies are realizing that more is better, as big data offers new ways of which has immediate value. For
making money, driving efficiency, and gaining a competitive edge. instance, if I want to know how a
new product launch is going, I can
The benefits of big data are beginning to be realized by companies in every analyze millions of social media
sector of the global economy. However, some industries will have an easier time conversations and know if were
leveraging big data than others. Those sectors that tend to invest aggressively successful instantly, instead of
in IT will be better equipped to handle the technology shift. And industries waiting months for a customer
accustomed to relying on data to inform the business will adapt more quickly to satisfaction survey.
big data and will be more practiced at converting that data into insight. Council Guy Chiarello, JPMorgan Chase
members anticipate early adopters of big data analytics will include the financial
services, retail, manufacturing and Internet media industries.
Its more than a technology shift.
Ultimately, the benefits of big data are timely, in-depth business insights. It will There has to be a mindset shift
take time and new ways of thinking to get there, so business leaders should about what you can do with data.
begin considering the infrastructure, personnel, and culture changes their For years, what CIOs had to deal
organizations must undergo. with is managing information. It
was all about managing information
efficiently: how much can you
Building Infrastructures for Big Data compress it, de-dupe it, take
snapshots and act upon it. Planning
With the entirely new rates of data growth happening, everything must be re- for big data extends that efficiency so
evaluated. Enterprises are making significant investments in new infrastructure you can do more with that data very
to capture, store, aggregate, manage, govern and analyze dataan undertaking quickly. The classic IT organizations
that must be approached holistically and with big data analytics in mind. To are used to data warehousing,
accommodate the data itself, IT infrastructures must be able to inexpensively business intelligence where data
store higher volumes and more types of data than ever before. Data velocity, is updated once, twice, maybe four
meaning the speed at which data changes, must also be accommodated. times a month. Now were at the
point where youve got access to
Such massive quantities of data are difficult to move swiftly back and forth everything all the time through real
over todays network connections. Big data infrastructures must distribute and uptime data.
compute power so that data analysis can be done close to the user to avoid the Sanjay Mirchandani, EMC
latency inherent in crossing networks. Distributing this kind of compute power
to fuel analysis tools and provide real-time responses will pose challenges as
organizations realize that analysis may well need to occur at the place where the
data resides. Council members see a trend in which the velocity and volume of
data make it impractical to move data back and forth for processing. Instead,
computation and analytics will likely move to the data. Furthermore, Council
members see cloud computing models becoming essential to the success of big
data projects (see sidebar on page 10).

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 For Tagged.com, big data is the heart of product innovation

Tagged.com takes a fresh approach to social networkinginstead of connecting

people with other people they know, Tagged introduces them to people they
might like to know through a portfolio of products including a dating service,
games, photo sharing and chat. A startup without the legacy baggage of a
traditional enterprise, the company leverages big data to make associations and
has been profitable since 2008.

One example of a Tagged product powered by big data is Meet Me, the networks
dating service that provides a photo and a brief description of two people and
asks if they want to meet. If they both agree, theyve made a match. The system
makes the determination of which of Taggeds 100 million user profiles should
be presented to each user.

One of the things that weve found to be really helpful in this regard is to study
that graph of interactions, whos friends with whom, who talks to whom and
so forth, says Johann Schleier-Smith, the co-founder and CTO of Tagged.com,
who says Meet Me has been a major contributor to the more than tenfold growth
of the company. Were able to make it really personalized to the individual,
for each user at a time, to make a recommendation for who you might want to
connect with.

Tagged collects 50 billion log entries every month on five billion page views,
corresponding to about ten terabytes of data.

Tagged uses this data to make predictionswill people who meet form a
match?and to run ad-hoc analyses to understand customer behavior at what
point will a gamer pay to play? These things fall outside the scope of traditional
business intelligence (BI) tools. Because the data the social network generates
is clickstream data in a homogenous format, the company can easily move data
between systems to compile creative mash-ups and perform analytics.

We really have to have this ability to ask arbitrary questions, which is provided
by the database, and then have analysts and smart people who are product-
oriented, who are thinking about customers, who are thinking about the
business and who are asking questions, Schleier-Smith explains. The key
thing for us is that theyre able to get answers to those questions and theyre
able to get those answers very quickly then they go on to ask the next
question. This is really key to a lot of our business decision making when were
deciding what types of (products to launch), what should our next game be, or
why is this one working? We really want to understand what the customers are
doing, what matters to the customers.

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 But storing and serving up the data is not enoughit Big data in the cloud
must be synthesized, analyzed, and correlated in new Cloud models tame big data while extracting
ways in order to deliver business value. Some big data business value from it. This delivery model gives
techniques require working with data that hasnt been organizations a flexible option for achieving
modeled by data architects, allowing for the comparison the efficiencies, scalability, data portability and
of different types of data and pattern matching across affordability they need for big data analytics.
disparate data sources. This allows big data analytics to
provide new perspectives on traditional corporate data Cloud models encourage access to data and
and yield insights into data that traditionally has not been provide an elastic pool of resources to handle
analyzed. Tools such as Hadoop, open-source technology massive scale, solving the problem of how to
that distributes data-analysis workloads across many store huge data volumes and how to amass the
computers to break analysis into many parallel workloads computing resources required to manipulate it. In
and produce results faster, are essential. Commercial the cloud, data is provisioned and spread across
tools are still nascent, as big data is still a fairly new multiple sites, allowing it to sit closer to the users
phenomenon. As a result, most of the software programs who require it, speeding response times and
used today for big data analytics are purpose-built and boosting productivity. And, because cloud makes
developed in-house using open source tools created by the IT resources more efficient and IT teams more
Apache Software Foundation, Google, Yahoo and others. productive, enterprise resources are freed to be
allocated elsewhere.
An early example is Walmart, which last year launched
Walmart Labs to track social media outlets and gather data Cloud services specifically designed for big
about the retailing giants products and brands. Scale data analysis are starting to emerge, providing
is important when dealing with social media feeds, and platforms and tools designed to perform analytics
no off-the-shelf software could meet Walmarts needs. quickly and efficiently. Companies who recognize
So, the company built a tool loosely based on Googles the importance of big data but dont have the
MapReduce for tracking web pages. Called MapUpdate, resources to build the required infrastructure
Walmarts tool lets the company rapidly map a huge or acquire the necessary tools to exploit it will
amount of data to track things like what are Twitter users benefit from considering these cloud services.
interests on a particular day, and use that information to
influence features such as predicting customers future
purchases. The company believes that gleaning near Real-time data will continue to grow at a faster
real-time information from social media outlets and pace than the capability to move it. Unless we
incorporating that into future purchase predictions change the way we address the problem, we are
instead of basing predictions on purchase histories going to find ourselves constantly struggling to
that dont always indicate future interestswill give the squeeze information through very narrow tubes.
company an edge over its online competition. I believe that were going to be faced with a
situation where more and more we have to do
When allowed to influence business, big data drives the analytics where the data resides. Instead of
results. Progressive Casualty Insurance Company recently moving the data for processing, we are going to
introduced its Snapshot program that offers discounts move analytics closer to the data.
to safe drivers not based on past driving records, but on Dimitris Mavroyiannis, Eurobank EFG Group
current driving behaviors. Customers of the program enroll
online and install a plug-in device in their car that tracks
the number of miles driven, the time of day customers The cloud will play an important role in big data.
typically drive and how often they brake hard. Based on I think its going to be increasingly rare that youre
that information, Progressive can offer discounts for safe going to be able to run all this [infrastructure] at
drivers of up to 30 percent. By using basic driving data in home. And why would you, in some cases?
an innovative way, the company attracts new customers Deirdre Woods, The Wharton School of the
who pride themselves on safe driving with an incentive to University of Pennsylvania
try out Progressives auto insurance policies.

10
 Were working in an era where data has got to
be accessible when people want to exploit it. To
Big Data Road Map: Strategies for Success
analyze some big data sets, it means making a big
gamble on infrastructurebuilding it out, getting
Strategies for dealing with big data challenges will differ
all the data in one place, and then exposing it to
depending on the data maturity of the organization.
the relevant set of userstakes time and resources.
How efficiently and effectively can data be collected for
By the time you get it all done, you might miss the
analysis, and for that matter, is the organization aware of
whole window, especially with Internet-based data,
all of the different types and sources of data that should be
which changes at light speed. You can use cloud-
included to maximize insight and answers? How well can
based services to rapidly get some applications in
the organization reconcile different data formats? What is
place that can provide access to your data. Then,
the cost of collecting and analyzing data, and how is that
you can test things out and make smaller bets (on
cost weighed against the anticipated value of the outcome?
big data).
Joe Solimando, Disney Consumer Products
Business leaders are beginning to face the issue of how
to take advantage of big data in a way thats appropriate
for them. Learning how to amass and manage large data
Obviously, the cost of storage technology is
sets and work with them to glean value in a way thats
dropping, so we, as an industry, have been able
realistic and achievable requires strategic planning and
to allow data to proliferate and weve been able to
forethought.
store it. But then you look at the enterprise in the
marketplace being faced with competition, and its
Members of the Leadership Council for Information
clear the winner will either be the one that is lower
Advantage advise approaching big data by leaning into
cost or higher effectiveness, or some appropriate
the data-learning curve. This means working with existing
point on the value curve between the two. Those
data stores to prepare them for a new type of analysis, but
who can operate more efficiently or more effectively
also working among departments to set data priorities,
are the ones who are going to succeed. So content
goals and limitations. It also means evaluating the level of
and process management helps with making sure
data competency in the organizationboth within IT and
you have the right data available at the right time,
in lines of business and determining where skills can be
and it isnt slowing you down or driving up your
transferred or enhanced to leverage big data.
operating costs. And so content management,
done right, gives the enterprise an edge over the
competitor who had all the same big data, but just
isnt doing the content management right.
John Chickering, Fidelity Investments

I think its true what they say about 90 percent

of analysts time being spent gathering the data
instead of doing the analysis that theyre skilled at
and figuring out how to act on it.
Ian Willson, The Boeing Company

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 Council members recommend: Because it has become so cheap and easy to store
data, a lot of companies have operated under this
1. Control data hygiene. idea of, let me just store it, Ill deal with it when I
Starting with the information already stored in corporate IT figure out how to deal with it. But now the velocity
architectures, organizations should clean up existing data of growth is increasing. The amount of storage were
stores to prepare them for this new form of analysis. Basic using is proliferating. All of that compels us to bring
block and tackle data hygiene such as compressing, a business discipline to this ecosystem that helps
de-duping and archiving old files will streamline storage, us understand what needs to be retained and for
enable outdated systems to be retired and make it easier how long. Big data raises the stakes on why content
to identify data stores that need to be brought up to date. management needs to be promptly and successfully
Also, integrating data wherever possible, implementing a woven into the business operation. Then its as
data tagging system, and training IT staff in partitioning simple as basic records management blocking and
data are important parts of the preparation process. tackling.
John Chickering, Fidelity Investments
Businesses will benefit from exploring how to mitigate big
data storage growth and contain complexity and cost. For
example, compiling the data required to complete a report With compute power being what it is you dont
on a certain product or service could mean storing the data need to build big tables and land them on disks
components on different tiersthe most expensive data in and keep them on disks. You build them on the fly.
a traditional data warehouse, the data of lesser value on That has reduced data storage needs dramatically.
commodity storage, and other data in analysis toolsand Its a form of, I guess, intellectual compression,
pulling those components together on the fly. not algorithmic compression. Its just smart data
modeling and using the power of what youve got.
2. Pinpoint data value. Ian Willson, The Boeing Company
Bring together line of business leaders and IT practitioners
to identify which data pools have the greatest value.
Evaluate the data stores that have been prepared for Big data calls for a lot more creativity in how you
analysis and consider how they could be expanded or use data. You have to be way more creative about
improved, and look at unstructured data sets and prioritize where you look for business value: if I combined
which ones should be converted to more usable formats. this data with this data, what could it tell me?
Business leaders and IT must also work together to Joe Solimando, Disney Consumer Products
highlight use cases for the data based on existing business
to determine which approaches will yield the most
business value in the shortest window. Instead of waiting for big data to stop operations,
we should better organize or archive our data,
Look for areas in business where growth is desired and manage it over its lifecycle and actually get rid of
begin asking questions of big data. Instead of focusing it. You can move out of mitigation mode by doing a
on results, focus on getting answers to those questions better job of managing your information up frontin
and working with that information. Once answers to one other words putting the data to more efficient use.
situation emerge, expose them to business users who David Blue, The Boeing Company
are likely to come up with new uses for the data and new
scenarios to pose, and the usefulness of the data grows
organically. As insight grows, IT is inspired to expand the
data sets, cross referencing them in new and different
ways. And so the cycle builds.

Its also advantageous to involve people who are

passionate about the business and eager to explore new
options when starting out. People who are invested in

12
 succeeding will be inspired to ask creative and thoughtful questions of big data, When people here have an idea, and
and the results will reflect that. Successful test cases of big data analytics will they see they could do something
develop a level of comfort and confidence that can be leveraged going forward. differently if we make [processes]
more real time in the future, and they
There are, of course, economic considerations. In a perfect world free from [make changes to the service] and
budgets, every piece of data that is collectable would be collected, and every the numbers go up by 10%, people
byte would be analyzed in as many ways as the mind can consider. But in reality, get really excited. So what I want
collecting, storing, and analyzing data comes at a cost. Companies will need to to do is create that type of energy
make economic decisions about which data is worth collecting and analyzing. and enthusiasm. Thats what I want
And different parts of the business will have to make compromises. Business to be the dominant dynamic of the
leaders are likely to lean towards collecting and analyzing more data, while workplace. We really have that here.
IT leaders well aware of technology budget limitations and staff restrictions Its pretty fun. People are getting
may lean in the other direction. Given the iterative nature of big data, these results on a routine basis, and its
decisions will need to be revisited on a regular basis to ensure the organization because weve created frictionless
is considering the right data to produce insight at any given point in time. access to data.
Johann Schleier-Smith, Tagged.com
The more data collected, the bigger the economic problem becomes. Its more
expensive to store and manipulate more data, and the more data there is to
process the more computational power is required, layering on more cost. Yet Our Wharton Research Data Services
more data produces better informed decisions. Approaching big data analytics experience has shown us the value
with finite definitions of what data will be considered sounds counterproductive, of organizing data so you can look at
but companiesespecially those just starting out on big data projectswill multiple data sources to analyze and
need to set some parameters around just which data is involved and gauge draw conclusions. Weve seen over
expectations of results accordingly. yearsand its a trend thats certainly
increasingwhen people use the
3. Dimensionalize your data mix. word data they want to see three
As businesses progress along this data learning curve, they can begin exploring or four and now five, six data sets
new uses and combinations of data. This means collecting new types of data, joined.
adding new sources of data to existing sets and combining sets to create new Deirdre Woods, The Wharton School
value and insights. of the University of Pennsylvania

For example, Coca-Colas Freestyle next-generation beverage dispenser that

serves 125 different flavors of drinks sends information such as which brands
are most popular during what time of day back to company data specialists
for analysis. Being able to gather this usage data from various locations and
combine it with existing inventory information allows Coca-Cola to better stock
even its non-Freestyle dispensers with the right amount of product at the right
time of day.

Business workers should be encouraged to use their imagination to test

hypotheses and validate or disprove hunches with the help of big data. IT should
also get creative in pioneering new ways to collect, partition, and combine data
so that insight is unveiled and action can be taken.

13
 4. Get ahead of progressive data usage consequences. Every vendor wants to bundle
Address data portability, security, privacy, compliance and liability issues up everything and provide a one-stop
front, so that the insight generated can be acted on without consequence. For shop. This makes sense, and I dont
companies in highly regulated industries, adherence with regulations also needs have a problem with that, as long
to be re-examined. Council members cited variations in data privacy laws among the vendor doesnt lock me in into a
different countries as a factor to consider in working with data sets from multiple specific solution. And I think the only
jurisdictions. way that this can be avoided is if the
vendor follows industry standards.
Because the technologies for handling big data are still evolving, Council Weve moved into a world where
members point out that standards-based approaches will become especially standards prevail, especially in big
important to avoid problems with sharing data between systems or transferring data analytics, where data originate
it from one platform to another. Companies must also explore how combining from multiple sources. Vendors that
data in new ways might lead to new security or privacy concerns. When provide standard-based big data
integrating third-party data into analytics projects, what are the reuse risks and solutions are much more likely to be
liability concerns? If you build commercial products using third-party data, could preferred.
you be held liable for problems resulting from errors in such data? Dimitris Mavroyiannis, Eurobank
EFG Group
5. Prepare to act on whats learned.
All information-driven insightregardless of whether its from a team of
management consultants or from big data analyticsis only as valuable as what
is done with it. Big data offers organizations the opportunity to derive detailed,
timely insights and act on them with greater speed and agility than ever before.
For instance, analyzing social media data could uncover customer behaviors
to customize promotions and offers presented to certain customers. Achieving
this type of real-time responsiveness to opportunity will require organizations to
become far nimbler about how they manage business processes and workflows.
Business leaders must set expectations of action and charge managers with
injecting data-driven discoveries into how their teams work. Council members
concede that creating the organizational flexibility to adapt may be the toughest
challenge of all.

14
 At EMC we are developing roles
Mindshifts and Jobshifts: The Democratization of for what we call the data scientist:
people with a good amount of data
Information
competence who have skill sets
partitioning information to make it
Council members believe most organizations will find the hardest part of
easier to work with. The capabilities
adopting big data analytics is not the technology itself, but cultivating the
people in this role bring in the value
human capital to take advantage of it. Almost every Council member cited
chain of an organization are pretty
difficulty in finding data analysts, data engineers or data scientists with both the
tremendous. The central function is
technical acumen and business insight to drive big data projects. Data analysts
to add core business value and mask
may also require additional training to adjust to a new world of analytics with big
(for business users) the heavy lifting
data, although confidence is high that many BI professionals possess portable
that happens behind the scenes in
skills and will make use of emerging tools that make it easier to analyze and
IT.
work with big data.
Sanjay Mirchandani, EMC

Even more challenging than the shortage of skilled data analysts is cultivating
the collective imagination of an organization to leverage big data for business
The biggest challenge is the people.
insight. Several Council members predicted this obstacle would prove to be far
Big data requires non-traditional IT
more enduring and intractable than any technology considerations.
skill sets. Were bringing in more
Ph.D.s and people with expertise in
Prepare for a mindset shift, not just a technology shift, advises Council
outside areas to help our business
members. Unlike previous trends, the adoption of big data will likely be felt
users work with information.
by many departments in an organization, not just IT. Before, analysis meant
Guy Chiarello, JPMorgan Chase
scouring small data sets and making formal queries on cleansed data to find
an answer. In the future, data warriors in all departments of an organization will
focus on data from mixed sources to improve decision making.

Council members foresee a day in which big data tools will be deployed to
business users across the organization, empowering them to self-provision data
sets and conduct queries without IT intervention. Propelling the shift to technical
self-sufficiency is the consumerization of IT. Many business users today are
technically astute and quite comfortable using new tools. IT departments will be
able to train business workers on analytical tools so that reports, dashboards,
and other instruments of information can be updated by the workers
themselves, leaving IT to focus on more strategic elements of technology.

By doing this, IT departments empower business workers to create their own

knowledge. When analysis happens at various levels in the organization
companies promote self-service solution finding. And by allowing queries to
be generated by business workers who are closer to the data in the first place,
a whole new range of question possibilities and points of view generate richer,
more contextual solutions.

Working with business users will expand the capabilities of IT workers, bringing
them closer to the strategic goal of aligning business and IT. Business workers
will gain a better understanding of the capabilities and limitations of technology.

15
 Conclusion
A few years ago, I wouldve said the
value in BI overshadowed that of big
Big data is a disruptive force that will affect organizations across industries,
data, but now Id say the relationship
sectors and economies. Not only will enterprise IT architectures need to change
is even, if not reversed. Theres more
to accommodate it, but almost every department within a company will undergo
outside information now that can
adjustments to allow big data to inform and reveal. Data analysis will change,
be digitizedabout user behaviors
becoming part of a business process instead of a distinct function performed
and external conditionsthat can
only by trained specialists. Big data productivity will come as a result of giving
be layered on top of structured data.
users across the organization the power to work with diverse data sets through
This type of analysis opens a window
self-service tools.
into not just what happened and
why, but it also helps you see whats
And thats just the beginning. Once companies begin leveraging big data for
possible.
insight, the action they take based on that insight has the potential to revamp
Guy Chiarello, JPMorgan Chase
business as it is known today. If a marketing department can gain immediate
feedback on a new branding campaign by analyzing blog comments and social-
networking conversations, do focus groups and customer surveys become
obsolete? Nimble new companies that understand the value of big data will
not only challenge existing competitors, but may also begin defining the way
business is done in their industries. Customer relationships will undergo
transformation as companies strive to quickly understand concepts that
previously couldnt be captured, such as sentiment and brand perception.

Achieving the vast potential of big data calls for a thoughtful, holistic approach
to data management, analysis and information intelligence. Across industries,
organizations that get ahead of big data will create new operational efficiencies,
new revenue streams, differentiated competitive advantage and entirely new
business models. Business leaders should begin thinking strategically about
how to prepare their organizations for big dataand big opportunities.

16
Biographies for the Leadership Council for Information Advantage
and Special Contributors
Rich Aducci
Vice President and Chief Information Officer
Boston Scientific
Rich Adduci joined Boston Scientific in 2006 as CIO, where he is focused on integrating multiple IS organizations into a
single global team of IS professionals focused on enabling competitive advantage through innovative use of information
and technology. He also serves as a member of Boston Scientifics operating committee, quality management board and
capital committee. Prior to joining Boston Scientific, Mr. Adduci was a partner at Accenture, where he led the companys
health and life science practice. He holds more than 15 European patents and two U.S. patents for the development of
modeling tools to support business strategy and market entry for new wireless technologies. Mr. Adduci holds a BS in
industrial engineering from Purdue University and an MBA from the University of Chicago with concentrations in finance
and economics.

Dave Blue
Senior Manager, Enterprise Data Services
The Boeing Company
Dave Blue leads the delivery of enterprise data services within Boeing Information Technology. He previously led
Boeing Information Architecture, where he was responsible for developing and communicating the vision, strategy,
and architecture supporting information management disciplines and for applying this architecture to projects. As a
member of the Chief Architects Council (CAC), he helped ensure that information architecture was integrated within the
overall enterprise architecture. Mr. Blues Boeing career has been in information technology, with progressively broader
responsibilities in application development and maintenance, information management, and architecture disciplines.

Guy Chiarello
CIO
JPMorgan Chase
Guy Chiarello has worldwide responsibility for information technology at JPMorgan Chase. He joined the firm in 2007 and
is a member of its Executive Committee. Previously, Mr. Chiarello was Morgan Stanleys Chief Technology Officer and Chief
Information Officer for seven years, responsible for strategy and execution for the global IT organization. He served in
numerous other IT roles during his 23 years at Morgan Stanley, including two years working for the Office of the Chairman.
Mr. Chiarello began his IT career in 1981 with the Treasury Department for the State of New Jersey. For more than a decade,
Mr. Chiarello has been an executive advisor for leading public technology companies on business strategy and technology
innovation and remains very committed in this area. He is also very active in the emerging technology landscape,
influencing innovation roadmaps and investments throughout the venture community. The enhanced focus on innovation
that Mr. Chiarello brings to JPMorgan Chase has helped the firm garner numerous technology awards, including the 2010
Chairs Choice award for Innovation in Custody & Securities Services Technology, Profit & Loss 2010 Digital FX Awards for
Best Interest Rate Platform and Best Corporate Platform, as well as many awards for Chase mobile payment and banking
solutions, including the firms iPhone and Android mobile banking apps, the Quick Deposit feature and Instant Action
Alerts. Mr. Chiarello has garnered industry and private sector recognition through various awards, including Top Financial
IT Executive by CIO Forum, Computerworld Premier 100 Leaders, CIO of the Year by NASSCOM and Information Week Top
Innovators. He is the Vice Chair on the Board of NPower, a technology advisor to PENCIL, an Executive Board leader of the
Leukemia and Lymphoma Society of Central New Jersey and an active fund raiser for the Cancer Institute of New Jersey.
Mr. Chiarello is a graduate of The College of New Jersey with a B.S. in business. He was recognized with The Distinguished
Alumni Citation Award and has recently been distinguished with a special Citation for Academic and Athletic Excellence.
John Chickering
Vice President
Fidelity Investments
John Chickerings experience as a consultant, software vendor, end user and lecturer gives him a unique perspective on
applying technology to manage information. He is a vice president at Fidelity Investments, where he currently works on
electronic delivery of customer communications. Mr. Chickering has delivered solutions in the public sector and financial
services industries and has served as CIO at two human resource services companies. A former licensed merchant marine
engineering officer, he began his IT career at American Management Systems, where he was a founding member of the
firms imaging practice. After nearly 10 years, he moved on to spend two years at a workflow software vendor before
joining Fidelity. Mr. Chickering has authored several articles and has spoken at both industry conferences and continuing
education seminars hosted in academia. He is a member of AIIMs Board of Directors, where he is serving as the Boards
Chair for 2012. He is also an active volunteer with several community service organizations. Mr. Chickering holds an MBA
(Operations Research) from the University of Maryland and a BS (Marine Engineering) from the United States Merchant
Marine Academy.

Dimitris Mavroyiannis
General ManagerGroup CIO
Eurobank EFG Group
Dimitris Mavroyiannis oversees all of Eurobank EFG Groups IT units, ensuring the various units are working as a whole
to help achieve the banks overall business objectives, as well as maximize the value of IT investments, optimize the
utilization of IT resources, and assure information systems and the technological infrastructure are able to support the
companys innovative business initiatives. Mr. Mavroyiannis joined the bank in 1999 to develop its Internet strategy and
banking channel, a role that evolved into his leading a subsidiary specializing in e-business and e-commerce consulting
and implementation services for the Greek market. Mr. Mavroyiannis was the CEO of this services group until 2004. He
then served in various leadership roles for Eurobank EFG Group, including CIO of the banks operations in Greece. Prior to
Eurobank EFG Group, Mr. Mavroyiannis worked for IBM Consulting Group in Europe, as well as for smaller companies in
Greece and abroad. He has an MBA from Imperial College London, an MSc from University College London, and a BEng from
the University of Sussex.

Sanjay Mirchandani
Senior Vice President and Chief Information Officer
EMC Corporation
Sanjay Mirchandani is responsible for extending EMCs operational excellence and for driving technological innovations
to meet the current and future needs of EMCs business. He also leads EMCs network of global delivery centers in India,
China, Russia, and Israel. These centers support EMCs worldwide research and development efforts and provide customer
support and shared services. Mr. Mirchandani most recently served as the senior vice president leading the EMC Office
of Globalization. In this role, he identified global growth opportunities and built the EMC processes and infrastructure
required for global expansion. He was also responsible for bringing in new strategic international partners into EMCs
Global Alliances program. Prior to joining EMC, Mr. Mirchandani was Microsofts Regional Vice President, Enterprise
Services, Asia, where he worked with the regions largest customers and partners. He also held multiple management
positions during his tenure with Microsoft, including President, Asia Pacific Region; President, South Asia; and Managing
Director, India. Mirchandani earned an MBA from the University of Pittsburgh and a BA from Drew University.
Johann Schleier-Smith
Co-Founder and Chief Technology Officer
Tagged.com
Johann Schleier-Smith is co-founder and CTO at Tagged. He is responsible for building up and expanding the social
network that enables and inspires anyone to meet and socialize with new people. He has developed products used
by millions, created and managed large-scale infrastructures, innovated software development techniques and built
recommendation engines and machine learning systems that move the industry forward. Starting out as an entrepreneur
in college, Mr. Schleier-Smith launched a dozen businesses in collaboration with co-founder Greg Tseng before focusing
on social networking in 2004. He pursued a Ph.D. in Physics at Stanford for several years and holds an A.B. in Physics and
Mathematics from Harvard University.

Joe Solimando
Senior Vice President, Global Operations and Technology, CIO
Disney Consumer Products
Joe Solimando defines the strategic direction for information technology across all of Disney Consumer Products (DCP)
lines of business, which include licensing for toys, apparel, and hardlines products; retail stores; worldwide publishing;
and e-commerce. He also serves as DCPs segment representative on The Walt Disney Company IT Leadership Board, which
oversees The Walt Disney Companys information technology direction, standards, and company-wide IT initiatives. Mr.
Solimando joined Disney in 1998 as vice president, operations & technology of Disney Consumer Products. In this role, he
managed DCPs Shared Applications Services group responsible for the implementation and support of shared financial
and HR business applications. He also led the planning, development, and implementation of operations and technology
systems for several business units as the IT business partner for vertical businesses, including Walt Disney Art Classics,
Disney Direct Marketing, Walt Disney Records, and Disney Worldwide Publishing. Prior to joining Disney, Mr. Solimando
held the position of senior manager of information technology in the management consulting practice at Ernst & Young. In
his 10 years with this firm, he worked on IT strategic planning, system evaluation, selection and implementation projects
for many top consumer products, retail, entertainment and manufacturing companies. Mr. Solimando has also held
information technology and project management positions at Wickes Companies and Fluor Engineers. He holds both an
MBA and a BS in Civil Engineering degree from The Pennsylvania State University.

Ian Willson
Technical Fellow for Data Warehousing & Business Intelligence
The Boeing Company
Ian Willson is a former researcher and aviation software entrepreneur, who created the first consumer air travel software
and Travel$ense, the industry standard for business travel analytics. His current focus at Boeing is the Common Data
Warehouse being developed for the new 787 Dreamliner aircraft. Mr. Willson leads the database and technical architecture
teams to integrate 50 internal and external authoring systems to create an integrated repository for all aspects of Boeings
new aircraft programs, from conception through delivery and support. Previously, Mr. Willson designed Boeings first active
data warehouse, improved its reporting efficiency 9,700 percent.

Deirdre Woods
Associate Dean and CIO
The Wharton School, University of Pennsylvania
Deirdre Woods leads a 120-person organization at Wharton Computing in developing and maintaining technologies that
further The Wharton Schools leadership in research, knowledge creation, and teaching. In her years at Wharton, Woods
has been instrumental in bringing student and faculty satisfaction with IT services to the highest level and has served as a
strategic driver for some of Wharton Computings most innovative technologies. As Associate Dean and Chief Information
Officer, Woods ensures that all of the schools various technology initiatives and programs are effectively implemented
EMC Corporation
Hopkinton
Massachusetts
01748-9103
1-508-435-1000
In North America 1-866-464-7381
www.EMC.com

EMC2, EMC, and the EMC logo are registered trademarks or trademarks of EMC Corporation in the United States and other countries.
All other trademarks used herein are the property of their respective owners. Copyright 2011 EMC Corporation. All rights reserved.
Published in the USA. 11/11 H4959